Why do patients price shop my big cases? Because you handed them the perfect shopping list. When you give a patient a printout that is nothing but procedures, codes, and itemized fees, you have built them a research tool. They walk it straight to the practice across town and ask for a match. You created that problem. A case report kills it. Once your document is organized around the patient's specific problem and your unique reasons why, instead of a price column, there is nothing clean to compare. Almost nobody is going to match it, because your competitor will not take [...]